SHRINKING BREW MARKETINGPLANKristie Cheng & Connor CrawfordWednesday, 26 June 13
BRIEFTo create 3 marketing campaigns for our game.- Direct Advertising- Indirect Advertising- PromotionTo create a new, up...
PRODUCTThe product that will be the focus of our marketingcampaign is our twine game called Shrinking BrewShrinking Brew i...
PLACEWe will be promoting our game online and distributingmerchandise for free to whoever enters our competition.This will...
PRICEThe game itself was free to create and produce.Wednesday, 26 June 13
PROMOTIONTo promote our game we will be using 3 differentmarketing campaignsFor direct advertising we will use Facebook to...
TARGET AUDIENCERESEARCHTo find out my targetaudience we created amind map that would helpus find out who our targetaudienc...
SWOT AnalysisS: StrengthsW: WeaknessesO: OpportunitiesT: ThreatsInternal/ExternalHELPFUL HARMFULINTERNAL Strengths:Our gam...
PRIMARY RESEARCHWe created a questionnaire so we were ableto approach the people directly and ask thempolitely to fill it ...
PRIMARY RESEARCHRESULTSWednesday, 26 June 13
PRIMARY RESEARCHRESULTSWednesday, 26 June 13
SECONDARY RESEARCHFor secondary research I created a mind map on what typeof audience “Twine” has. Twine is for a indie ga...
DIRECT ADVERTISINGDRAFTSBillboardThis idea is for directmarketing, it is a advertisementon a billboard of my game, theposi...
DIRECT ADVERTISINGDRAFTSBus StopThis idea was an idea that is quite unrealisticas our budget is not capable of keeping thi...
DIRECT ADVERTISINGDRAFTSUnderground PosterThis is my London Underground Idea,the idea is suited for the game I am tryingto...
INDIRECT ADVERTISINGDRAFTSChat ShowsThis idea is to have a feature on achat show where the people whocreated the show are ...
INDIRECT ADVERTISINGDRAFTSF1This advertisement is to have mygame on a F1 car but also theclothing. This idea isn’t verygoo...
PROMOTION DRAFTST-ShirtsThis is an idea for merchandise for my game. Clothing is a very popular way of advertisement as yo...
PROMOTION DRAFTSNecklaceThe reason I think it is effectiveis a necklace is easily seen andisn’t hidden by over layers,peop...
DIRECT ADVERTISEMENTFacebookFor direct advertising our idea is to advertise our game onFacebook. We created research on ho...
INDIRECT ADVERTISEMENTGnomes Lair is a blog about new releases on the latest indie game. From looking at this website this...
PROMOTIONAnother idea for marketing my game is to have merchandise that has something to do with the game. My game is abou...
PROMOTIONI researched what else “mini” that you can grow, Ihave come across a “grow your own christmas tree”the christmas ...
MARKETING SCHEDULEDAYS MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAYWeek 1 Start researching Direct,Indirect & PromotionIdeas.S...
YEARLY PLANNERThis is my yearly calender for mymarketing campaign forShrinking Brew. The reason why Ihave released my game...
LEGAL COSIDERATIONS“The Advertising Standards Authority (ASA) is the self-regulatory organization (SRO) of the advertising...
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Marketing presentation 2

  1. 1. SHRINKING BREW MARKETINGPLANKristie Cheng & Connor CrawfordWednesday, 26 June 13
  2. 2. BRIEFTo create 3 marketing campaigns for our game.- Direct Advertising- Indirect Advertising- PromotionTo create a new, upcoming game on the program TwineWednesday, 26 June 13
  3. 3. PRODUCTThe product that will be the focus of our marketingcampaign is our twine game called Shrinking BrewShrinking Brew is a free-to-play online browser gameWednesday, 26 June 13
  4. 4. PLACEWe will be promoting our game online and distributingmerchandise for free to whoever enters our competition.This will be easy to promote our game as our targetaudience ranges from roughly aged 13-25 and most ofthese age groups have access to the internetWednesday, 26 June 13
  5. 5. PRICEThe game itself was free to create and produce.Wednesday, 26 June 13
  6. 6. PROMOTIONTo promote our game we will be using 3 differentmarketing campaignsFor direct advertising we will use Facebook to promoteour game.Our indirect advertising method will promote our gamethrough an Indie gamer blog www.gnomeslair.comFor promotion we have come up with an idea for ourtarget audience to enter an online competition to win agrow own miniature garden box set that they can make.Wednesday, 26 June 13
  7. 7. TARGET AUDIENCERESEARCHTo find out my targetaudience we created amind map that would helpus find out who our targetaudience is.Wednesday, 26 June 13
  8. 8. SWOT AnalysisS: StrengthsW: WeaknessesO: OpportunitiesT: ThreatsInternal/ExternalHELPFUL HARMFULINTERNAL Strengths:Our game has got good quality as it doesn’t have anyfaults within the game and no bugs to break the game.It is a free game that you can play online.Weaknesses:Twine is a text based game where you are able to addimages and html’s in if you want. The genre in ourgame isn’t very strong and not well showed. Wehaven’t been able to develop the game as much as wecould because of the time we got given.EXTERNAL Opportunities:Nowadays gamers are experimenting different genreswithin the game market. Shrinking Brew is a browserbased game and they are getting more popular and arewell known because it is easy to access the game. Youdon’t need to buy the game on a certain console as it ison the internet.Threats:There is a lot of competitions going on in the gamesmarket because there are new games releasedeveryday and the way to play the games are gettingmore and more easy for example a strong way to playgames nowadays is on social networking sites wherepeople are able to interact together and see what othergames that there friends are playing. Shrinking brew isa text based game so it isn’t a very popular game thatpeople choose to play as people are more interested invisuals.Wednesday, 26 June 13
  9. 9. PRIMARY RESEARCHWe created a questionnaire so we were ableto approach the people directly and ask thempolitely to fill it in. This is where we canmatch data and figure out which type ofpeople would suit our game best.Wednesday, 26 June 13
  10. 10. PRIMARY RESEARCHRESULTSWednesday, 26 June 13
  11. 11. PRIMARY RESEARCHRESULTSWednesday, 26 June 13
  12. 12. SECONDARY RESEARCHFor secondary research I created a mind map on what typeof audience “Twine” has. Twine is for a indie gamer andnot many people have actually heard of the program eventhough it has been up for a while now. It is a programwhere people are able to create literature games.http://www.gimcrackd.com/etc/src - This website is a introduction to Twine where you are able to download the program.There are websites where twine users are able to comment if they have any queries that they are able to get from other twine users. People areable to share there game on here so that they have people with similar interest as theres to play there game to get a rating and feedback from.http://groups.google.com/forum/?fromgroups#!forum/tweecodeFrom looking at these websites and reading other peoples comments that most of the twine users have profile photos that aren’t them and afictional character or no profile photo at all. They are able to help each other and give each other updates on what computer that has a Twineupdate.Wednesday, 26 June 13
  13. 13. DIRECT ADVERTISINGDRAFTSBillboardThis idea is for directmarketing, it is a advertisementon a billboard of my game, thepositives to having this is that itwill stand out and peoplewhoever can pass this are able tolook at it.The negatives to this is thatpeople who see this are onlyknow about it because they haveto be there to look at it. It mightnot reach your target audience ifyou just put it on a billboardsomewhere.Wednesday, 26 June 13
  14. 14. DIRECT ADVERTISINGDRAFTSBus StopThis idea was an idea that is quite unrealisticas our budget is not capable of keeping thisadvert for a long period of time, if at all.However the reason I had the idea of using abus stop is that such a variety of targetaudience get the bus every day, whether theyread, play games on their phone or just listento music; they will all see this advert andperhaps look it up on their phones while theywait, or eventually see what it is as they mayget that bus stop every day to work orwhatever they do. Many people who get thebus are often students or working nearby asthey cannot afford or don’t need to drive,students would be the best target audience asour vocabulary used for descriptive text israther advanced.Wednesday, 26 June 13
  15. 15. DIRECT ADVERTISINGDRAFTSUnderground PosterThis is my London Underground Idea,the idea is suited for the game I am tryingto advertise as a lot of people who travelby this method sit waiting for trains andoften read during this time, when I havebeen to london I often see peoplereading books while sitting down andwaiting for the tube. It is a perfectmethod for us, however the feedback Irecieved on the pricing to put this advertup would be out of the question for thebudget I would have; the game itself isalso free-to-play so we would not makethe money back to make up for theadvertisement campaign cost, this wouldrender the campaign unsuccessful.Wednesday, 26 June 13
  16. 16. INDIRECT ADVERTISINGDRAFTSChat ShowsThis idea is to have a feature on achat show where the people whocreated the show are able toadvertise the game. This willreach to an audience that arealready a fan of the show but alsoif people know about the chatshow then people who areinterested in this new gamereleasing they would watch it sothey can know more about agame they are playing.Wednesday, 26 June 13
  17. 17. INDIRECT ADVERTISINGDRAFTSF1This advertisement is to have mygame on a F1 car but also theclothing. This idea isn’t verygood because my twine gamehasn’t got anything to do with F1and to think about it realisticallyit would cost way to much and beover my budge to try get thisacross.Even though the positives arethat people will notice theadvertisement as F1 is popularbut the target audience to F1isn’t the same as the targetaudience for my game.Wednesday, 26 June 13
  18. 18. PROMOTION DRAFTST-ShirtsThis is an idea for merchandise for my game. Clothing is a very popular way of advertisement as you canhave many ideas on how to reach this to your target audience, for example when you buy the game on itsrelease date then you can get a free tshirt etc. I can do different designs on the tshirt to make this standout and get more people to buy it.Wednesday, 26 June 13
  19. 19. PROMOTION DRAFTSNecklaceThe reason I think it is effectiveis a necklace is easily seen andisn’t hidden by over layers,people walking past will askwhat it means or what it is, theword and mouth of the gamemay spread this way. The ideamay not be successful in termsof getting the audience to visitour game but it promotes thename as a whole which can beused as a reference in anoverview of the campaign itself.Wednesday, 26 June 13
  20. 20. DIRECT ADVERTISEMENTFacebookFor direct advertising our idea is to advertise our game onFacebook. We created research on how to advertise onhere and you have to create a page, to get the page noticesyou are able to cheat and actually pay Facebook to getmore likes your your page. The most you can pay for is£13 per day which can get you up to 102 likes a day. Thiswill then come up on people’s newsfeed more often so itwill get recognized.Wednesday, 26 June 13
  21. 21. INDIRECT ADVERTISEMENTGnomes Lair is a blog about new releases on the latest indie game. From looking at this website thisseems to be more of my budget. The way I can approach them is to content then and email them. Icould pay them to let them have my game on there website but to also have a little advertisement onthe Latest Release part of the website.Wednesday, 26 June 13
  22. 22. PROMOTIONAnother idea for marketing my game is to have merchandise that has something to do with the game. My game is about a boy who isshrunk in a garden in his point of view the garden will be big but from the gamers point of view the garden is small. So I have come upwith an idea to have “Grow your own miniature garden” this is for the children who play the game.My game is for young people because of the story line, I got this idea from when I remembered in primary school we used to have timeswhere we were able to “grow your own cress” there are loads of different ideas where you can do this as there are kits that you can buy.This is a cress kit “pop up garden” from Home base, these are all child friendly and is an idea forour game, because this is only a cress kit I can create something similar but to add other stuff thatyou can grow that will make the garden even more exciting.I researched what else “mini” that you can grow, I have come across a “grow your own christmas tree”the christmas tree has snow like features on it so I would think of an idea of having this without thefeatures so they look like normal trees.Wednesday, 26 June 13
  23. 23. PROMOTIONI researched what else “mini” that you can grow, Ihave come across a “grow your own christmas tree”the christmas tree has snow like features on it so Iwould think of an idea of having this without thefeatures so they look like normal trees.Wednesday, 26 June 13
  24. 24. MARKETING SCHEDULEDAYS MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAYWeek 1 Start researching Direct,Indirect & PromotionIdeas.Start with directmarketing start makingFacebookadvertisements.Start with indirectmarketing and researchthe possible indie gameblogs, that is in mybudget.Start with promotionideas with merchandisewithin the game.Start creating morepromotion, the “grow yourown miniature garden”Week 2 Release day for theFacebook page forShrinking Brew. Profilepicture, cover photo andfirst statusContact the indie gameblogger to ask if they canpost “NEW GAME” ontheir blog.For promotion getfeedback of the “growyour own miniaturegarden” idea.Change idea’s if neededfrom the feedback given.Add more to thefacebook page, create anew status and uploadedpictures of “grow yourown miniature garden”Week 3 Contact the indie gamebloggers around and seeif they’re interested inhaving a free box of“grow your own miniaturegarden” so they can talkabout it on the blog.Research idea’s ofcompetitions that peoplecan be apart of and theycan win the box but alsothink about clothingmerchandise that can bewon as well.Keep posting and keepingthe fans updating,showing newmerchandise that can bebought/won.This is our marketing schedule where we worked outwhen we would start creating these marketingcampaigns and when we should start releasing them.Wednesday, 26 June 13
  25. 25. YEARLY PLANNERThis is my yearly calender for mymarketing campaign forShrinking Brew. The reason why Ihave released my game in May isbecause• Not many popular big budgetgames are released in thisMonth• It is before summer so peoplewill be playing games beforesummer where they will be athome and exploring newthings.Wednesday, 26 June 13
  26. 26. LEGAL COSIDERATIONS“The Advertising Standards Authority (ASA) is the self-regulatory organization (SRO) of the advertising industry in the United Kingdom.The ASA is a non-statutory organization and so cannot interpret or enforce legislation. However, its code of advertising practice broadlyreflects legislation in many instances. The ASA is not funded by the British Government, but by a levy on the advertising industry.” - theirwork includes protecting the general public against harmful, misleading or offensive advertisements being displayed; also receivingcomplaints and acting on them pro-actively.Wednesday, 26 June 13
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